The Power of Personalisation: Winning Customers Through Tailored Experiences
Charlotte Morgan
Strategic Product Marketing Leader | Driving Go-to-Market Excellence, Customer-Centric Growth & Data-Driven Innovation | Building High-Performing Teams | Delivering Measurable Business Impact
In a world of endless choices, personalisation is the key to standing out and building customer loyalty.
?? The harsh truth? If your marketing doesn’t feel personalised, your customers will quickly move on to a competitor who speaks directly to their needs.
Personalisation isn’t just about addressing customers by name in an email—it’s about creating tailored experiences that show you understand their unique preferences, desires, and pain points. Here’s how to make personalisation work for your brand.
1?? Start with Data to Understand Your Customers ??
? Mistake: Making assumptions about your customers.
? Fix: Use data to truly understand your customers’ preferences and behaviours.
?? How to leverage data for personalisation:
? Collect customer insights from multiple touchpoints (website, email, social)
? Use segmentation to create tailored experiences based on demographics and behaviours
? Analyse purchase history to identify interests and needs
?? Example: Amazon uses customer data to create highly personalised product recommendations, which results in a 30% increase in sales driven by personalised shopping experiences.
Personal Example:
Analysing customer behaviour and preferences, increased product engagement by 40% through targeted, personalised email campaigns and product recommendations.
?? The more you know about your customers, the better you can personalise their experience.
2?? Deliver Relevant Content at the Right Time ??
? Mistake: Sending generic content to everyone.
? Fix: Deliver relevant content at the right time based on your customers’ stage in their journey.
?? How to optimise content delivery:
? Map out the customer journey and deliver targeted content at each stage (awareness, consideration, decision)
? Use triggered emails based on actions (abandoned carts, downloads, etc.)
? A/B test subject lines and content to see what resonates best with your audience
?? Example: Spotify uses listening behaviour to create personalised playlists, which enhances user engagement and increases weekly active users.
Personal Example:
Behaviour-triggered email sequences, increased email open rates by 45% and drove a 30% uplift in conversion from abandoned cart reminders.
?? Timely, relevant content drives higher engagement and conversions.
3?? Personalise Across All Channels ??
? Mistake: Personalising just one touchpoint (e.g., emails).
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? Fix: Ensure consistency and personalisation across all channels.
?? How to maintain cross-channel personalisation:
? Ensure your website, emails, ads, and social media all reflect the same personalisation strategy
? Use dynamic content that adjusts based on user data across all touchpoints
? Align messaging between sales and marketing to provide a cohesive experience
?? Example: Netflix personalises not only the content recommendations but also the thumbnails, ensuring the user experience feels unique every time, keeping engagement high.
Personal Example:
Product, email, and social channel alignment to deliver consistent, personalised messaging, resulted in a 20% increase in cross-channel conversions.
?? Personalisation should be seamless across every touchpoint for maximum impact.
4?? Use AI and Automation to Scale Personalisation ??
? Mistake: Trying to manually personalise at scale.
? Fix: Leverage AI and automation to deliver personalised experiences at scale.
?? How to use technology for personalisation:
? Use AI-powered tools to personalise product recommendations, emails, and content
? Automate customer segmentation and personalised email campaigns
? Implement chatbots that offer tailored support based on customer data
?? Example: Sephora uses AI-driven personalisation to offer beauty product recommendations, increasing conversion rates by 25%.
Personal Example:
Implementing AI-powered recommendations boosted upsell conversions by 35% and enhanced customer satisfaction through more relevant product suggestions.
?? AI and automation allow you to personalise at scale while maintaining a human touch.
?? The Takeaway: Personalisation is Key to Building Customer Loyalty
? Use data to understand your customers’ needs
? Deliver relevant content at the right time
? Personalise across all channels to create a seamless experience
? Leverage AI and automation to scale personalisation efforts
?? Personalisation drives lasting customer relationships and sustainable growth.
What’s the best example of personalisation you’ve experienced as a customer? Let’s discuss.??
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